Exploring antismoking ads: appeals, themes, and consequences

J Health Commun. 2002 Mar-Apr;7(2):123-37. doi: 10.1080/10810730290088003.


In this study we seek a descriptive understanding of antismoking television advertising in light of the problem cigarette consumption poses for society today. We establish relationships between ad characteristics and whether ads have a youth or adult orientation, based on a content analysis of 197 antismoking television advertisements produced between 1991 and 1999. The study finds that youth-oriented ads have youth characters, sociability, and humor as common appeals, and social and short-term consequences. In contrast, adult-oriented ads relied on fear appeals and long-term, health-related consequences.

MeSH terms

  • Adolescent
  • Adolescent Behavior*
  • Advertising / methods*
  • Health Promotion
  • Humans
  • Persuasive Communication*
  • Public Health Practice
  • Smoking Cessation*
  • Television*
  • United States